Demographics - Individual Demographics - Household

Demographics - Individual Layout

Field Name Field Description Data Type
Household_ID Unique ID for Household varchar
Individual_ID ID code for each person at the household. Head of Household is Rank 1 varchar
Location_ID Unique ID for address varchar
Contact Name `
Full_Name Complete name of the individual varchar
Name_Prefix Prefix varchar
First_Name Individual's First Name varchar
Middle_Initial Individual's Middle Initial varchar
Last_Name Individual's Last Name varchar
Suffix Name Suffix (e.g., Jr/III/Sr) varchar
Individual
Gender Gender of the individual varchar
Date_Of_Birth_Year Year of date of birth varchar
Date_Of_Birth_Month Month of date of birth varchar
Age Actual Age of the Individual listed on the record number
Age_Code_Description Range descriptions for age varchar
Ethnic_Code Indicates ethnicity associated with an individual’s surname, first name, and geographic location. Breaks down the ethnic code of individual's surname to their country of origin. African Americans with surnames derived from other countries of origin are coded with a confidence code of 1-4 based on geocodes that indicate the likelihood that someone in these geocodes with these names is most likely of African American decent number
Ethnic_Group Groupings based on ethnic code varchar
Religious_Affiliation Preferred Religion varchar
Language Preference Indicates language preference codes associated with an individual’s surname, first name, and geographic location. (Identifies whether the individual thinks and speaks in their native tongue, or if they have assimilated to English) varchar
Hispanic Country Of Origin Indicates country of origin for the Hispanic ethnicities varchar
Assimilation_Code Modeled at the individual level from Ethnicity, Language preference, Income, Socioeconomic status, Dwelling unit size and Geographic locators number
Education_Individual Indicates the education of the input individual's name appearing on the customer's input file varchar
Occupation_Individual Indicates the occupation of the input individual's name appearing on the customer's file varchar
Occupation_Individual_Range Indicates the detailed occupation of the input individual's name appearing on the customer's file. The values are the aggregate of the overall. The data comes from professional license data compiled from legally approved state professional license files and from membership rosters of professional associations. Other sources include self-reported and survey data. varchar
Political_Party_Individual Indicates the political party associated with the individual's name appearing on the customer's input file for voting purposes. varchar
Political_Ideology Likely political ideology based on modeling. varchar
Voter_ID Indicates the voter ID of the individual number
Veteran_Individual Indicates the individual is a veteran varchar
Address
Mail_Score_Code Determines deliverability of the address. varchar
Standardized_Address Complete physical address. varchar
City Physical address city. varchar
State Physical address state. varchar
Zip Physical address zip code. varchar
ZIP_Plus4 Physical address zip +4. varchar
Carrier_Route Code identifying the USPS Carrier Route. varchar
Delivery_Point Delivery Point Bar Code used to assist the USPS with sorting the mail. varchar
Delivery_Point_Check_Digit 1-digit code used to validate address assigned during address standardization. varchar
Address_Street_Number Street Number varchar
Address_Street_Pre Predirectional for address. varchar
Address_Street_Name Street Name varchar
Address_Street_Suffix Street Suffix varchar
Address_Street_Post Postdirectional for address. varchar
Address_Suite_Name Denotes a suite or apartment attached to the address (e.g., Ste, Apt). varchar
Address_Suite_Number Suite or apartment number attached to the address. varchar
Line_Of_Travel Records are coded based on the USPS carrier's actual Line of Travel. Address lists must be sorted using the LOT code to receive any carrier route level discounts, except walk sequence discounts. varchar
GeoCode_Match_Level Level of geo-coding that exists on the record. varchar
Latitude Latitude varchar
Longitude Longitude varchar
Time_Zone_Code Code Indicating Time Zone varchar
Time_Zone_Description Time Zone Description varchar
Census_Tract Census Tract Codes are statistical subdivisions of counties. Because tract codes repeat across county lines, list processing requires the use of county codes when requesting census tract counts. Sourced - County Assessor Data. varchar
Census_Block Census Block Group varchar
County_Code County Code varchar
County_Name County Name varchar
FIPS_Code Federal Information Processing Standard (FIPS) Code, state and county codes combined varchar
CBSA_Code Core Based Statistical Area Code varchar
CBSA_Description Core Based Statistical Area Description varchar
Walk_Sequence Delivery sequence used by the postal carrier. varchar
District_Congressional Congressional District for this address. varchar
District_State_Senate State Senate District for this address. varchar
District_State_House State House District for this address. varchar
District_State_Legislative State Legislative District for this address. This is the equivalent of both the state house and the state senate districts in states where a single such district is represented by members of both the upper and lower houses of the state legislature. varchar
DMA_Code Designated Market Area code for this address. number
DMA_Zone Designated Market Area for this address. number
Email/Phone
Email_Present Notifies an email presence in the record. varchar
Email Consumer Email varchar
Email_02 Additional Consumer Email varchar
Email_03 Additional Consumer Email varchar
Email_04 Additional Consumer Email varchar
Email_05 Additional Consumer Email varchar
Area_Code 3 digit area code. varchar
Phone 10 digit phone. varchar
DNC Indicator that the Phone is part of the National Do Not Call Registry. varchar
Scrubbed_Phoneable Indicator that the Phone is free from restrictions. varchar
Area_Code_Cell_Phone 3 digit area code. varchar
Cell_Phone 10 digit Cellular Phone varchar
Production Information
Last_Update_Date Date file was last updated; Format YYYY-MM-DD timestamp
Source_Data
Production_Date Date file was produced; Format YYYY-MM-DD timestamp
Hashvalue Record hash value, updated hashvalue indicates if the record changed varchar
ModificationTimestamp When the record was updated timestamp
Constellation1_ID (CID) Unique Identifier in Constellation1 varchar

Demographics - Household Layout

Field Name Field Description Data Type
Household_ID Unique ID for Household varchar
Individual_ID ID code for each person at the household. Head of Household is Rank 1 varchar
Location_ID Unique ID for address varchar
Address `
Mail_Score_Code Determines deliverability of the address. varchar
Standardized_Address Complete physical address. varchar
City Physical address city. varchar
State Physical address state. varchar
Zip Physical address zip code. varchar
ZIP_Plus4 Physical address zip +4. varchar
Carrier_Route Code identifying the USPS Carrier Route. varchar
Delivery_Point Delivery Point Bar Code used to assist the USPS with sorting the mail. varchar
Delivery_Point_Check_Digit 1-digit code used to validate address assigned during address standardization. varchar
Address_Street_Number Street Number varchar
Address_Street_Pre Predirectional for address. varchar
Address_Street_Name Street Name varchar
Address_Street_Suffix Street Suffix varchar
Address_Street_Post Postdirectional for address. varchar
Address_Suite_Name Denotes a suite or apartment attached to the address (e.g., Ste, Apt). varchar
Address_Suite_Number Suite or apartment number attached to the address. varchar
Line_Of_Travel Records are coded based on the USPS carrier's actual Line of Travel. Address lists must be sorted using the LOT code to receive any carrier route level discounts, except walk sequence discounts. varchar
GeoCode_Match_Level Level of geo-coding that exists on the record. varchar
Latitude Latitude varchar
Longitude Longitude varchar
Time_Zone_Code Code Indicating Time Zone varchar
Time_Zone_Description Time Zone Description varchar
Census_Tract Census Tract Codes are statistical subdivisions of counties. Because tract codes repeat across county lines, list processing requires the use of county codes when requesting census tract counts. Sourced - County Assessor Data. varchar
Census_Block Census Block Group varchar
County_Code County Code varchar
County_Name County Name varchar
FIPS_Code Federal Information Processing Standard (FIPS) Code, state and county codes combined varchar
CBSA_Code Core Based Statistical Area Code varchar
CBSA_Description Core Based Statistical Area Description varchar
Walk_Sequence Delivery sequence used by the postal carrier. varchar
District_Congressional Congressional District for this address. varchar
District_State_Senate State Senate District for this address. varchar
District_State_House State House District for this address. varchar
District_State_Legislative State Legislative District for this address. This is the equivalent of both the state house and the state senate districts in states where a single such district is represented by members of both the upper and lower houses of the state legislature. varchar
DMA_Code Designated Market Area code for this address. varchar
DMA_Zone Designated Market Area for this address. varchar
Household
Dwelling_Type Indicates if more than one family lives at a particular address. Condos are coded as multi-family dwelling units. Single-family dwelling units are defined as a structure with grass on all four sides of the structure. varchar
Home_Owner_Renter Indicates if a household is owner or renter occupied. This element is fed by Purchase Date of Home, along with other contributor’s data. varchar
Length_Of_Residence Actual Length of Residence varchar
Length_of_Residence_Code 1 letter code indicating length of residence. varchar
Length_Of_Residence_Description Length of Residence Code Description varchar
Recently_Moved_Flag Recently Moved to this location (within the last year). bool
Recently_Moved_Year Recently Moved Year number
Recently_Moved_Month Recently Moved Month number
Household_Size Indicates the total number of occupants in the household. Household Size is calculated by adding Number of Adults and Number of Children. number
Household_Rank Indicates the Inferred household rank of the individual name appearing on customer's file based on our data source's rules. For the most part (60-80%), since Inferred Household Rank is a rank that is assigned to each individual in the household, we have placed it as an individual level element. However, there are some instances (10-30%) in which we look to the household level to determine the individual’s rank in a particular household. We do this because sometimes the ranks are re-assigned due to individuals who have lived at multiple addresses and had a different ranking at each. We want to append the element based on the consumer address the client provided. number
Number_Of_Adults Indicates the number of adults in the household. An adult is anyone 18 years old or older living in a household. number
Young_Adult_In_Household Indicates that there is a young adult in the household where another adult is identified as the 1st individual. (Young adult is ages 18 to 25) number
Senior_Adult_In_Household Indicates that there is a senior adult in the household where another adult is identified as the 1st individual. (Senior adult is age 55+) number
Generations_In_Household Indicates the number of family generations in a household. number
Marital_Status Indicates if anyone in the household is married. Inferred Married - The marital status of Married or Single cannot be determined from a source and there are 2 names in the household with gender of Male and Female, within a certain age range of each other, then marital status is set to A "Inferred Married". Inferred Single - The marital status of Married or Single cannot be determined from a source and there is only one name in the household, then the marital status is set to B "Inferred Single". Married - A married couple is defined as a male, age 26 - 60, with a female age 20 - 70, where the couples are not more than 10 years apart. A married couple could be a male, age 60+, with a female of any age, where the couples are not more than 10 years apart. If the 1st individual and the 2nd individual have the same gender, then the marital status is defaulted. varchar
Recent_Divorce Households with a divorce in the last 12 months. This data is not permanent. It is only active for 12 months. It is based on where the divorcee CURRENTLY lives, typically a new residence after the divorce. varchar
Single_Parent Indicates that a single parent exists in the household. varchar
Children_Present Indicates the known presence/absence of children age 0-17 in the household. The Number of Children feeds this element along with other contributor’s data. ‘NO’ presence of children values are only generated by 0 (zero) number of children. ‘NO’ will not be generated when, for example, an only child ages up and becomes an adult. number
Number_Children Indicates the number of children in the household. number
Childrens_Age_00_02 Indicates record has a child with age between 0-2 years number
Childrens_Age_00_02_Male Indicates record has male child with age between 0-2 years number
Childrens_Age_00_02_Female Indicates record has female child with age between 0-2 years number
Childrens_Age_00_02_Unknown Indicates record has child who's gender is not known and age between 0-2 years number
Childrens_Age_03_05 Indicates record has a child with age between 3-5 years number
Childrens_Age_03_05_Male Indicates record has male child with age between 3-5 years number
Childrens_Age_03_05_Female Indicates record has female child with age between 3-5 years number
Childrens_Age_03_05_Unknown Indicates record has child who's gender is not known and age between 3-5 years number
Childrens_Age_06_10 Indicates record has a child with age between 6-10 years number
Childrens_Age_06_10_Male Indicates record has male child with age between 6-10 years number
Childrens_Age_06_10_Female Indicates record has female child with age between 6-10 years number
Childrens_Age_06_10_Unknown Indicates record has child who's gender is not known and age between 6-10 years number
Childrens_Age_11_15 Indicates record has a child with age between 11-15 years number
Childrens_Age_11_15_Male Indicates record has male child with age between 11-15 years number
Childrens_Age_11_15_Female Indicates record has female child with age between 11-15 years number
Childrens_Age_11_15_Unknown Indicates record has child who's gender is not known and age between 11-15 years number
Childrens_Age_16_17 Indicates record has a child with age between 16-17 years number
Childrens_Age_16_17_Male Indicates record has male child with age between 16-17 years number
Childrens_Age_16_17_Female Indicates record has female child with age between 16-17 years number
Childrens_Age_16_17_Unknown Indicates record has child who's gender is not known and age between 16-17 years number
Child_Near_High_School_Graduation Indicates there is a child near high school graduation in the household, aged 16.5 - 18 years. varchar
College_Graduate Household indicated that it contains a college graduate. College graduation date is not available. varchar
Christian_Families Someone in the household has indicated they are a Christian family. varchar
Business_Owner Indicates the type of business owned by someone in the household. varchar
SOHO Indicates there is a small office located in the household. varchar
Working_Woman Working woman in the household. varchar
Veteran_Present_In_Household Indicates there is a veteran present in the household varchar
Credit_Card_User Indicates active credit card purchasers in the household. varchar
Mail_Order_Donor The Household has made a donation via mail in the last 24 months. varchar
Mail_Order_Buyer Household has purchased products via mail in the last 24 months. varchar
Mail_Order_Responder Household has responded to a piece of collateral via mail in the last 24 months. varchar
TV_Satellite_Dish Someone in the household has indicated they own a Satellite Dish. The type of dish is unknown. varchar
Pet_Owner Indicates the person is a pet owner. varchar
Cat_Owner Someone in the household has an interest in owning a cat or actually owns one. varchar
Dog_Owner Someone in the household has an interest in owning a dog or actually owns one. varchar
Other_Pet_Owner Someone in the household has an interest in owning a pet other than a dog or cat, or they actually own an other pet. (i.e. hamster, rabbit, bird, fish, etc.) varchar
New_Teen_Driver The element predicts the household has a teenager who will start driving within months or has just started driving. The primary function is to help auto insurance marketers identify new prospects at a time when consumers shop for insurance. The element considers the legal driving age in each state, provides information whether the teenager has reached the legal driving age or not, and provides additional gender & urbanicity information for optimal targeting. varchar
New_Teen_Driver_Gender The element predicts the household has a teenager who will start driving within months or has just started driving. The primary function is to help auto insurance marketers identify new prospects at a time when consumers shop for insurance. The element considers the legal driving age in each state, provides information whether the teenager has reached the legal driving age or not, and provides additional gender and urbanicity information for optimal targeting. varchar
Boat_Owner Someone in the household has an interest in boats. These are consumers who have either purchased a boat or indicated an interest in obtaining a boat. This determination was made through continuous online surveying. The boat owners data collected includes all types of boats, regardless of size, as long it is a licensed vehicle. varchar
Truck_Owner Someone in the household has indicated that they own a truck. varchar
Motorcycle_Owner Someone in the household has indicated that they own a motorcycle. varchar
RV_Owner Someone in the household has indicated that they own a RV. varchar
Auto_Buy_New Modeled field to indicate interest in purchasing a new automobile. varchar
Auto_Buy_Used Modeled field to indicate interest in purchasing a used automobile. varchar
Auto_Buy_Used_5_Months_Or_Less Modeled field indicating that it is likely someone in this household will purchase a used car in the next five months. varchar
Auto_Buy_Used_6_Months_Or_More Modeled field indicating that it is likely someone in this household will purchase a used car in six months or later. varchar
Income/Financial
Median_HseHld_Income Median Household Income as provided in Census 2020 data. varchar
Median_HseHld_Income_Code Median Household Income Code varchar
Median_HseHld_Income_Description Median Household Income Code Description varchar
Income Dollar amount Income of the person in the record. varchar
Income_Code Income Code varchar
Income_Description Income Code Description varchar
NetWorth Modeled NetWorth resulting from Home Value / Age / Income. varchar
NetWorth_Code Modeled NetWorth Code resulting from Home Value / Age / Income. varchar
NetWorth_Description Modeled NetWorth Code Description resulting from Home Value / Age / Income. varchar
Millionaire Indicates the person in the record is a millionaire. varchar
Unsecured_Credit_Capacity Modeled suggested Credit varchar
Unsecured_Credit_Capacity_Code Modeled suggested Credit Code varchar
Unsecured_Credit_Capacity_Description Modeled suggested Credit Code Description varchar
Discretionary_Income Modeled Residual Income based on Income / Age / Home Value. varchar
Discretionary_Income_Code Modeled Residual Income Code based on Income / Age / Home Value. varchar
Discretionary_Income_Description Modeled Residual Income Code Description based on Income / Age / Home Value. varchar
Donor_Capacity Modeled Donor Capacity based on Age / Home Value / Income / Networth. varchar
Donor_Capacity_Code Modeled Donor Capacity Code based on Age / Home Value / Income / Networth. varchar
Donor_Capacity_Description Modeled Donor Capacity Code Description based on Age / Home Value / Income / Networth. varchar
Investment_Properties_Owned Indicates the estimated number of housing investment properties owned by the Household. varchar
Estimated_Area_Credit_Rating Summary value of the median credit rating in the zip+4 in which the individual lives. varchar
CRA_Income_Classification_Code Coding system from the Community Reinvestment Act (CRA) for community income ratings varchar
Credit_Range_New_Credit Indicates the range of new credit granted for an individual within the household. Sourced from warranty registration data and buying activity data. varchar
Lines_Of_Credit Indicates credit purchases made in multiple retail stores for the household varchar
Property
Home_Property_Type Indicates the type of property. varchar
Home_Property_Type_Detail Indicates the specific kind of home. varchar
Home_Value Value of the home in dollars. varchar
Home_Value_Code Home Value Code varchar
Home_Value_Description Home Value Code Description varchar
Median_Home_Value Median home market value as provided in Census 2020 data. varchar
Median_Home_Value_Code Median Home Value Code varchar
Median_Home_Value_Description Median Home Value Code Description varchar
Home_Built_Year Indicates the year the home was built. varchar
Home_Built_Year_Code Home Built Year Code varchar
Home_Built_Year_Description Home Built Year Code Description varchar
Home_Square_Footage Indicates the estimated size of home in square footage. varchar
Home_Square_Footage_Range Indicates the size of the home in ranged square footage. varchar
Land_Square_Footage The square footage of the property lot on which this residence resides. varchar
Number_Of_Bedrooms Number Of Bedrooms varchar
Number_Of_Bathrooms Number Of Bathrooms varchar
Home_Air_Conditioning Type of air conditioning found in home from Real Property information, County Assessor and Recorder Records. varchar
Home_Swimming_Pool Presence of swimming pool from public data, survey data and buying activity. varchar
Home_Sewer Type of sewer system at this address varchar
Home_Water Indicates water source for household. varchar
Mortgage and Loan
Recent_Home_Buyer Indicates that the household has bought a home within 6 months. varchar
Recent_Mortgage_Borrower Indicates that the household has borrowed money for a mortgage within the last 12 months. It can be first, second or subsequent mortgage and does not necessarily indicate a new home. varchar
New_Home_Owner_Flag Recently purchased this Home. varchar
Most_Recent_Home_Purchase_Date_Flag Indicates which family in a multi-family residence that truly owns the home varchar
Home_Purchase_Date Indicates date home was purchased. varchar
Home_Purchase_Year Indicates the year the home was purchased ranging from 1901 to present. varchar
Home_Purchase_Amount Indicates the purchase amount of the home in ranges. varchar
Home_Assessed_Value The assessed value is the amount, stated in a ranged array, at which the home was last assessed by the local government. Current assessed value, by range, of property (land & improvements) for taxation as determined by the county assessor. Value updated annually. varchar
Home_Total_Loan Indicates the total home loan amount for the household in ranges. There may be multiple loans on the home. varchar
Home_Loan_Date_1_Year Indicates the date of the 1st home loan in the household. varchar
Home_Loan_Date_1_Month Indicates the date of the 1st home loan in the household. varchar
Home_Loan_Date_2_Year Indicates the date of the 2nd home loan in the household. varchar
Home_Loan_Date_2_Month Indicates the date of the 2nd home loan in the household. varchar
Home_Loan_Date_3_Year Indicates the date of the 3rd home loan in the household. varchar
Home_Loan_Date_3_Month Indicates the date of the 3rd home loan in the household. varchar
Home_Loan_Amount_1 Indicates the ranged amount of the 1st home loan in the household. varchar
Home_Loan_Amount_2 Indicates the ranged amount of the 2nd home loan in the household. varchar
Home_Loan_Amount_3 Indicates the ranged amount of the 3rd home loan in the household. varchar
Home_Loan_Type_1 Indicates the type of loan for the 1st home loan in the household. varchar
Home_Loan_Type_2 Indicates the type of loan for the 2nd home loan in the household. varchar
Home_Loan_Type_3 Indicates the type of loan for the 3rd home loan in the household. varchar
Home_Loan_Interest_Rate_1 Indicates the Interest Rate varchar
Home_Loan_Interest_Rate_2 Indicates the Interest Rate varchar
Home_Loan_Interest_Rate_3 Indicates the Interest Rate varchar
Home_Loan_Interest_Rate_Type_1 Indicates the type of interest rate for the 1st home loan in the household. varchar
Home_Loan_Interest_Rate_Type_2 Indicates the type of interest rate for the 2nd home loan in the household. varchar
Home_Loan_Interest_Rate_Type_3 Indicates the type of interest rate for the 3rd home loan in the household. varchar
Home_Loan_Transaction_Type_1 Indicates the type of home loan transaction type for the 1st loan in the household. varchar
Home_Loan_Transaction_Type_2 Indicates the type of home loan transaction type for the 2nd loan in the household. varchar
Home_Loan_Transaction_Type_3 Indicates the type of home loan transaction type for the 3rd loan in the household. varchar
Home_Loan_Lender_Name_1 Indicates the lending company name. varchar
Home_Loan_Lender_Name_2 Indicates the lending company name. varchar
Home_Loan_Lender_Name_3 Indicates the lending company name. varchar
Home_Loan_To_Value_Code LTV ratio based on modeling of current and historical mortgages compared to market value. It is derived from public record sources. varchar
Home_Equity_Available_Code Home Equity Available Code. Indicates the available equity for a mortgage. Available Equity is simply market value less total loans. varchar
Home_Equity_Available_Description Home Equity Available Code Description. Indicates the home equity available for the mortgage in ranges. varchar
Donor
Donor_Charitable Individuals in these households support various causes financially. varchar
Donor_Animal_Welfare Individuals in these households support various causes financially. varchar
Donor_Arts_Cultural Individuals in these households support various causes financially. varchar
Donor_Childrens Individuals in these households support various causes financially. varchar
Donor_Environment_Wildlife Individuals in these households support various causes financially. varchar
Donor_Health Individuals in these households support various causes financially. varchar
Donor_International_Aid Individuals in these households support various causes financially. varchar
Donor_Political Individuals in these households support various causes financially. varchar
Donor_Political_Conservative Individuals in these households support various causes financially. varchar
Donor_Political_Liberal Individuals in these households support various causes financially. varchar
Donor_Religious Individuals in these households support various causes financially. varchar
Donor_Veterans Individuals in these households support various causes financially. varchar
Credit Card
CC_American_Express Existence in home of an American Express Regular Card as determined by surveys, online registrations and buying activity varchar
CC_American_Express_Gold_Platinum Existence in home of an American Express Gold or Platinum Card as determined by surveys, online registrations and buying activity varchar
CC_Discover Existence in home of a Discover Regular Card as determined by surveys, online registrations and buying activity varchar
CC_Visa Existence in home of a Visa Regular Card as determined by surveys, online registrations and buying activity varchar
CC_Mastercard Existence in home of a Mastercard Regular Card as determined by surveys, online registrations and buying activity varchar
CC_Bank Indicates possession of one or more types of credit cards in a household. If the source data is equal to Visa or Mastercard, then the indicator is "Bank Card Holder". If the source data is equal to Gold, Platinum, etc., then the indicator is "Premium Card Holder". If the source data just says Credit Card, then the indicator is "Credit Card Holder - Unknown Type.". Our sources do not reveal whether the card is a business card. Our sources are not business sources, though, they are consumer sources. The sources do not provide 'debit' card information. The source data we receive provides Gas, Department, Retail, and Upscale. They do not send the store information. A Department card is like JCPenney, Sears, or Montgomery Ward. A Retail card is like Home Depot, Victoria Secret, or Best Buy. Upscale would be high-end stores like Nordstrom's or Nieman Marcus. varchar
CC_Gas_Dept_Retail Indicates possession of one or more types of credit cards in a household. If the source data is equal to Visa or Mastercard, then the indicator is "Bank Card Holder". If the source data is equal to Gold, Platinum, etc., then the indicator is "Premium Card Holder". If the source data just says Credit Card, then the indicator is "Credit Card Holder - Unknown Type.". Our sources do not reveal whether the card is a business card. Our sources are not business sources, though, they are consumer sources. The sources do not provide 'debit' card information. The source data we receive provides Gas, Department, Retail, and Upscale. They do not send the store information. A Department card is like JCPenney, Sears, or Montgomery Ward. A Retail card is like Home Depot, Victoria Secret, or Best Buy. Upscale would be high-end stores like Nordstrom's or Nieman Marcus. varchar
CC_Travel_Entertainment Indicates possession of one or more types of credit cards in a household. If the source data is equal to Visa or Mastercard, then the indicator is "Bank Card Holder". If the source data is equal to Gold, Platinum, etc., then the indicator is "Premium Card Holder". If the source data just says Credit Card, then the indicator is "Credit Card Holder - Unknown Type.". Our sources do not reveal whether the card is a business card. Our sources are not business sources, though, they are consumer sources. The sources do not provide 'debit' card information. The source data we receive provides Gas, Department, Retail, and Upscale. They do not send the store information. A Department card is like JCPenney, Sears, or Montgomery Ward. A Retail card is like Home Depot, Victoria Secret, or Best Buy. Upscale would be high-end stores like Nordstrom's or Nieman Marcus. varchar
CC_Unknown Indicates possession of one or more types of credit cards in a household. If the source data is equal to Visa or Mastercard, then the indicator is "Bank Card Holder". If the source data is equal to Gold, Platinum, etc., then the indicator is "Premium Card Holder". If the source data just says Credit Card, then the indicator is "Credit Card Holder - Unknown Type.". Our sources do not reveal whether the card is a business card. Our sources are not business sources, though, they are consumer sources. The sources do not provide 'debit' card information. The source data we receive provides Gas, Department, Retail, and Upscale. They do not send the store information. A Department card is like JCPenney, Sears, or Montgomery Ward. A Retail card is like Home Depot, Victoria Secret, or Best Buy. Upscale would be high-end stores like Nordstrom's or Nieman Marcus. varchar
CC_Gold_Platinum Existence in home of a Gold or Platinum Card of any type as determined by surveys, online registrations and buying activity varchar
CC_Premium Indicates possession of one or more types of credit cards in a household. If the source data is equal to Visa or Mastercard, then the indicator is "Bank Card Holder". If the source data is equal to Gold, Platinum, etc., then the indicator is "Premium Card Holder". If the source data just says Credit Card, then the indicator is "Credit Card Holder - Unknown Type.". Our sources do not reveal whether the card is a business card. Our sources are not business sources, though, they are consumer sources. The sources do not provide 'debit' card information. The source data we receive provides Gas, Department, Retail, and Upscale. They do not send the store information. A Department card is like JCPenney, Sears, or Montgomery Ward. A Retail card is like Home Depot, Victoria Secret, or Best Buy. Upscale would be high-end stores like Nordstrom's or Nieman Marcus. varchar
CC_Upscale_Dept Indicates possession of one or more types of credit cards in a household. If the source data is equal to Visa or Mastercard, then the indicator is "Bank Card Holder". If the source data is equal to Gold, Platinum, etc., then the indicator is "Premium Card Holder". If the source data just says Credit Card, then the indicator is "Credit Card Holder - Unknown Type.". Our sources do not reveal whether the card is a business card. Our sources are not business sources, though, they are consumer sources. The sources do not provide 'debit' card information. The source data we receive provides Gas, Department, Retail, and Upscale. They do not send the store information. A Department card is like JCPenney, Sears, or Montgomery Ward. A Retail card is like Home Depot, Victoria Secret, or Best Buy. Upscale would be high-end stores like Nordstrom's or Nieman Marcus. varchar
CC_New_Issue Presence in household of a newly issued credit card based on warranty registration data and buying activity data varchar
Lifestyle/Interest/Culture
Home_Living These people show a high interest in their homes. They like to lounge around at home or take care of items around their house. varchar
DIY_Living These people show a high interest in doing-it-themselves. Rather than hire someone to do the job, they will do it; rather than take their vehicle to be fixed, they will do it; rather than buy a piece of furniture themselves, they will build it. varchar
Sporty_Living Someone in the household has an interest in sporty living. varchar
Upscale_Living Someone in the household has an interest in upscale living. varchar
Cultural_Artistic_Living Someone in the household has an interest in cultural/artistic living. varchar
Highbrow Someone in the household has an interest in highbrow. varchar
Common_Living Someone in the household has an interest in common living. varchar
Professional_Living Someone in the household has an interest in professional living. varchar
Broader_Living Someone in the household has an interest in broader living. varchar
Arts Someone in the household has an interest in fine arts, such as painting, sculpting, filming, architecture, literature, or textiles. varchar
Theater_Performing_Arts Someone in the household has an interest in theater / performing arts. varchar
Food_Wines Someone in the household has an interest in wines. varchar
Foods_Natural Someone in the household has an interest in natural or organic foods. varchar
Cooking_General Someone in the household has a general interest in cooking. varchar
Cooking_Gourmet Someone in the household has an interest in gourmet cooking. varchar
Hobby/Interest
Aviation Someone in the household has an interest in Aviation. varchar
Auto_Work Someone in the household has an interest in working on vehicles and mechanics. varchar
Automotive_Buff Individuals in these households have expressed an interest or have buying habits related to automobiles. varchar
Beauty_Cosmetics Someone in the household has an interest in Beauty and Cosmetics. Some of the households have purchased at least $50 in beauty and cosmetic items. Data falls off after 3 years if not updated by a source. varchar
Career These are Career Minded people who may decide not to have children, to focus on career, or who look for opportunities to move higher to or in the executive status. Data falls off after 3 years if not updated by a source. varchar
Career_Improvement Someone in the household has an interest in Career Improvement. varchar
Parenting Someone in the household has an interest in parenting. varchar
Childrens_Interests Denotes someone in household has purchased children's items (clothes, books, toys, etc.) showing they have an interest in children. Data falls off after 3 years if not updated by a source. varchar
Grandchildren Someone in the household has an interest in grandchildren. varchar
Community_Charities Someone in the household has an interest in their community and/or charitable organizations. varchar
Religious_Inspirational Someone in the household has an interest in religion / inspirational. varchar
Crafts Someone in the household has an interest in crafts. varchar
Photography Someone in the household has an interest in photography. varchar
Sewing_Knitting_Needlework Someone in the household has an interest in sewing / knitting / needlework. varchar
Collector_Avid These people show a high interest in the world of collectibles. Their collections are more than just hobbies. varchar
Collectibles_Grouping Someone in the household has an interest in the specified activity. varchar
Collectibles_General Someone in the household has a general interest in collecting. varchar
Collectibles_Stamps Someone in the household has an interest in collecting Stamps. varchar
Collectibles_Coins Someone in the household has an interest in collecting Coins. varchar
Collectibles_Arts Someone in the household has an interest in collecting Arts. varchar
Collectibles_Antiques Someone in the household has an interest in collecting Antiques. varchar
Collectibles_Sports_Memorabilia Sports Memorabilia Collectors - file represents consumers who have chosen to receive specific information on their sports memorabilia collecting interests. varchar
Education_Online Someone in the household has an interest in online education/distance learning. varchar
Exercise_Aerobic Someone in the household has an interest in aerobic exercise. varchar
Exercise_Running_Jogging Someone in the household has an interest in running/jogging for exercise. varchar
Exercise_Walking Someone in the household has an interest in walking for exercise. varchar
High_Tech_General Someone in the household has an interest in high tech gadgets. varchar
Games_Computer_Games Someone in the household has an interest in computer games. varchar
Games_Video_Games Someone in the household has an interest in video games. varchar
Games_Board_Puzzles Someone in the household has an interest in board games / puzzles. varchar
Gaming_Casino Someone in the household has an interest in casino gaming. varchar
Consumer_Electronics Someone in the household has an interest in consumer electronics. varchar
Environmental_Issues Someone in the household has an interest in environmental or wildlife issues. The household either contributes to Environmental causes or has expressed interest in them through magazine subscriptions and/or mail response. varchar
Gardening Someone in the household has purchased garden/landscape products (trees, shrubs, flowers, gardening equipment, books, etc.). Indicates an interest in gardening. varchar
Home_Furnishings_Decorating Someone in the household has an interest in home furnishings / decorating. Data falls off after 5 years if not updated by a source. varchar
House_Plant Someone in the household has an interest in house plants. varchar
Home_Improvement_Grouping Any one of the following interests must be populated for the Home Improvement Grouping to be turned on: Home Furnishings / Decorating, Home Improvement, Home Improvement - Do-It-Yourselfers, DIY Living varchar
Home_Improvement Someone in the household has an interest in home improvement. Data falls off after 5 years if not updated by a source. varchar
Home_Improvement_DIY These people show a high interest in doing-it-themselves for home improvements. Rather than hire someone to do the job, they will do it. varchar
Health_Medical Someone in the household has an interest in health or the medical field. varchar
Dieting_Weight_Loss Someone in the household has an interest in dieting / weight loss. varchar
Self_Improvement Someone in the household has an interest in self improvement. varchar
Investments_Grouping Any one of the following interests must be populated for the Investing/Finance Grouping to be turned on: Investments - Personal, Investments - Real Estate, Investment - Stocks/Securities, Investments - Foreign, Highbrow varchar
Investments_Foreign Household indicated they are interested in foreign investing. Specific investment types are not known. Data falls off after 3 years if not updated by a source. varchar
Investments_Personal Someone in the household has indicated they are interested in personal investments. varchar
Investments_Real_Estate Someone in the household has indicated they are interested in real estate investments. varchar
Investments_Stocks_Bonds Someone in the household has indicated they are interested in stocks and bonds investments. varchar
Money_Seekers Someone in the household has an interest in money seekers. varchar
Sweepstakes_Contests Someone in the household has an interest in entering sweepstakes / contests. varchar
Music_Home_Stereo Someone in the household has indicated they have an interest in home stereos. varchar
Music_Player Someone in the household has indicated they have an interest in music players. (i.e. player, cassette tape player, MP3, etc.) varchar
Music_Collector Someone in the household has indicated they have an interest in collecting music. varchar
Music_Listener Someone in the household has indicated they have an interest in music and they are an avid music listener. varchar
Movie_Grouping Someone in the household has indicated they have an interetse in movies. varchar
Movie_Music_General Any one of the following interests must be populated for the Movie/Music Grouping to be turned on: Music - Home Stereo, Music Player, Music Collector, Music - Avid Listener, Movie Collector varchar
Movie_Collector Someone in the household has indicated they are interested in collecting movies. varchar
Reading_General Someone in the household has a general interest in reading. varchar
Reading_Audio_Books Someone in the household has an interest in listening to audio books. varchar
Reading_Magazines Someone in the household has an interest in reading magazines. varchar
Reading_Religious_Inspirational Someone in the household has an interest in reading religious / inspirational items. varchar
Reading_Science_Fiction Someone in the household has an interest in reading science fiction. varchar
Reading_Financial_Newsletter_Subscribers Household indicated they subscribe to a financial newsletter. Our sources contribute both online and offline newsletter subscribers. varchar
Current_Affairs_Politics Someone in the household has an interest in current affairs / politics. varchar
History_Military Someone in the household has an interest in history / military. varchar
Outdoor_Grouping Any one of the following interests must be populated for the Outdoors Grouping to be turned on: Fishing, Camping / Hiking, Hunting / Shooting, Boating / Sailing, Water Sports, Biking / Mountain Biking, Snow Skiing, Equestrian varchar
Outdoor_Enthusiast_General Someone in the household has a general interest in the outdoors. varchar
Outdoor_Fishing Someone in the household has an interest in fishing. varchar
Outdoor_Boating_Sailing Someone in the household has an interest in boating / sailing. varchar
Outdoor_Camping_Hiking Someone in the household has an interest in camping / hiking. varchar
Outdoor_Hunting_Shooting Someone in the household has an interest in hunting / shooting. varchar
Outdoor_Scuba_Diving Someone in the household has an interest in scuba diving. varchar
Spectator_Sports_Grouping Any one of the following interests must populated for the Outdoor Sports Lover to be turned on: Spectator Sports - Auto / Motorcycle Racing, Spectator Sports - Football, Spectator Sports - Baseball, Spectator Sports - Basketball, Spectator Sports - Hockey, Spectator Sports - Soccer, Spectator Sports - Tennis, Tennis, Golf, Motorcycling, NASCAR, Exercise - Sporty Living, Power Boating varchar
Spectator_Sports_General Someone in the household has an interest in sports. varchar
Spectator_Sports_Baseball Someone in the household has an interest in watching baseball. varchar
Spectator_Sports_Basketball Someone in the household has an interest in watching basketball. varchar
Spectator_Sports_Football Someone in the household has an interest in watching football. varchar
Spectator_Sports_Hockey Someone in the household has an interest in watching hockey. varchar
Spectator_Sports_Racing Someone in the household has an interest in watching auto / motorcycle racing. varchar
Spectator_Sports_Soccer Someone in the household has an interest in watching soccer. varchar
Spectator_Sports_TV_Sports These people show a high interest in watching all sports on television. varchar
Spectator_NASCAR Someone in the household indicated they are interested in NASCAR (racing or novelty items). This indication could mean they have been to a race, they watch it on television, they are a general fan, or they buy collectibles. varchar
Smoking_Tobacco Someone in the household has an interest in smoking / tobacco. varchar
Sports_Grouping Any one of the following interests must populated for the Sports Grouping to be turned on: Spectator Sports - Auto / Motorcycle Racing, Spectator Sports - Football, Spectator Sports - Baseball, Spectator Sports - Basketball, Spectator Sports - Hockey, Spectator Sports - Soccer, Tennis, Golf, Motorcycling, NASCAR, Exercise - Sporty Living, Power Boating varchar
Sports_Equestrian Someone in the household has an interest in riding horses. varchar
Sports_Golf Someone in the household has an interest in playing golf. varchar
Sports_Motorcycling Someone in the household has an interest in riding motorcycles. varchar
Sports_Skiing Someone in the household has an interest in snow skiing. varchar
Sports_Tennis Someone in the household has an interest in playing tennis. varchar
Travel_Grouping Any one of the following interests must be populated for the Travel Grouping to be turned on: Travel - International, Travel - Cruise Vacations, Travel, Travel Domestic varchar
Travel_Cruises Someone in the household has an interest in taking cruise vacations. varchar
Travel_Domestic Someone in the household has an interest in domestic traveling. varchar
Travel_International Someone in the household has an interest in international traveling. varchar
Travel_RV Someone in the household has an interest in recreational vehicles. varchar
Science_Space Someone in the household has an interest in science / space. varchar
Woodworking Someone in the household has an interest in woodworking. varchar
Buying Activity
Buyer_Books Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Buyer_Crafts_Hobbies Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Buyer_Gardening_Farming Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Buyer_Jewelry Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Buyer_Luggage Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Buyer_Online Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Buyer_Membership_Club Someone in the household has purchased a club membership within the last 24 months. varchar
Buyer_Merchandise_Male Any one of the following interests must be populated for the Buyer_Merchandise_Male field to be turned on: Apparel_Mens, Apparel_Mens_Big_Tall varchar
Buyer_Merchandise_Female Any one of the following interests must be populated for the Buyer_Merchandise_Female field to be turned on: Apparel_Womens, Apparel_Womens_Petite, Apparel_Womens_Plus_Size varchar
Buyer_Health_Beauty Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Buyer_Childrens_Babycare Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Buyer_Childrens_Learning_Toys Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Buyer_Childrens_Back_To_School Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Apparel_Childrens Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Apparel_Infant_Toddlers Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Apparel_Womens Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Apparel_Womens_Petite Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Apparel_Womens_Plus_Size Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Apparel_Womens_Young Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Apparel_Mens Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Apparel_Mens_Big_Tall Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Apparel_Mens_Young Someone within home made such purchases within the last 24 months as determined by store data on the purchase of products and services. varchar
Auto_Parts_Accessories A purchase of Automotive, Auto Parts & Accessories has occurred within the last 24 months in the Household. varchar
Military_Memorabilia_Weapons A purchase of Novelty Military Memorabilia/Weaponry products has occurred within the last 24 months in the Household. varchar
Musical_Instruments A purchase of Music Instruments has occurred within the last 24 months in the Household. varchar
Photography_Video_Equipment A purchase of Photography or Video Equipment products has occurred within the last 24 months in the Household. varchar
Sports_Leisure A purchase of Sports & Leisure products has occurred within the last 24 months in the Household. varchar
Value_Hunter A purchase of Value-Price General Merchandise has occurred within the last 24 months in the Household. varchar
Production Information
Last_Update_Date Date file was last updated; Format YYYY-MM-DD timestamp
Source_Data
Production_Date Date file was produced; Format YYYY-MM-DD timestamp
Hashvalue Record hash value, updated hashvalue indicates if the record changed varchar
ModificationTimestamp When the record was updated timestamp
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